Guest Lecture by distinguished Economist and Neuroscientist, Dr Edgar Sanchez, for BAED students

Students from our Business Administration & Economics Department had the opportunity to attend a very interesting guest lecture by Dr Edgar Sanchez, Economist and Neuroscientist on ‘Experiential Marketing, A new approach in Sales & Marketing’. Dr Sanchez has more than 10 years of prior professional experience in positions such as Brand Management and Consultant in Multinational companies such as Yahoo, Granini, Lavinia Interactiva. 

The first part of the seminar covered the new conditions in the world of business such as market and information saturation. This included how this reality demands new ways to approach customers.

In the second part, the different components of Experiential Marketing were actively discussed, especially those related to brain and mind processes: decision making, emotions, memory, among others.

Practical case studies were examined to illustrate implementations of all those components of the Experiential Marketing.